Plans turn promises into results and dreams into realities.
Sometimes we become so expert in our own domain, we forget that customers may be less familiar.
Industry jargon may not be a language your customer understands.
When customers' expectations change faster than your willingness or ability to serve them, you can be sure they'll be someone else's customers soon.
When you see the need, take the action.
Without commitment, no price will be low enough. With commitment, no price will be too high.